02157nam a22002537a 450000500170000000800410001702000180005804000070007604100080008308200230009110000280011424500970014226000400023930000290027936500600030852012340036865000290160265000260163165000260165770000300168394200120171399900190172595201590174420250506111909.0241125b           ||||| |||| 00| 0 eng d  a9780857196095  cAL  aeng  223a658.8342bSHOC  aRichard Shotton9209427  aChoice Factory: bHow twenty five behavioural biases influence the products we decide to buy  aHampshirebHarriman House Ltdc2018  axiii,202p.bPBc21x14cm.  2GeneralaXNZR-92031b425.00c₹d425.00e-f14-11-2024  aVoted #1 in the BBH World Cup of Advertising Books, 2018. Winner of the Sales and Marketing Category at the 2019 Business Book Awards. Before you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, Shotton has drawn on evidence from academia, real-life ad campaigns and his own original research. The Choice Factory is written in an entertaining and highly-accessible format, with 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Supporting his discussion, Shotton adds insights from new interviews with some of the smartest thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. From priming to the pratfall effect, charm pricing to the curse of knowledge, the science of behavioural economics has never been easier to apply to marketing. The Choice Factory is the new advertising essential.  aPrice Relativity9186359  aMedia Context9186360  aGoodharts law9186361  aSHOTTON (Richard)9186362  2ddccBK  c231981d231981  00102ddc40708GENaALbALd2024-11-22eamazon.ing425.00l1o658.8342 SHOCp077422q2025-03-31r2025-02-27 00:00:00s2025-02-27v599.00w2024-11-25yBK